TAG Certified Against Fraud Guidelines
Released July 2020
(Enforcement beginning January 2022)
What’s New in Version 7.0 of the Certified Against Fraud Guidelines?
Version 7.0 of the Certified Against Fraud Guidelines includes major updates for all companies pursuing the CAF seal. Here are a few highlights:
- The existing Ads.txt requirement has been expanded to include implementing and honoring App-ads.txt. All participating companies are required to implement and/or honor ads.txt files as follows:
- Direct Sellers who own and operate properties in the in-app environment are required to create a public record of their Authorized Sellers and Resellers by publishing an app-ads.txt file.
- Advertisers, agencies and adtech companies (i.e. Direct Buyers and Intermediaries) who transact with in-app inventory are required to honor published app-ads.txt files, buying only from Authorized Sellers and Resellers identified within published app-ads.txt files.
- TAG has updated its requirement to implement a TAG-recognized follow-the-money solution. Intermediaries will now be required to implement Payment ID or the combination of Supply Chain Object and Seller.json to meet this requirement.
- While the CAF Program has previously required filtration only of General Invalid Traffic (GIVT), all participating companies will now be required to employ Invalid Traffic (IVT) Detection and Removal for all forms of IVT. Companies will be able to meet this requirement by ensuring that 100% of monetizable transactions that it handles are filtered for IVT in a manner compliant with a TAG-recognized standard for IVT detection and removal.
Released January 2020
(Enforcement beginning July 2020)
What’s New in Version 6.0 of the Certified Against Fraud Guidelines?
Version 6.0 of the Certified Against Fraud Guidelines has a key change in requirements for Direct Sellers pursuing the CAF seal, as well as an update on an existing requirement. Here are a few highlights:
- Paid Sourcing Disclosure requirements no longer apply to Publishers pursuing the CAF seal. As publisher sourcing disclosures are designed to provide greater audience quality and transparency beyond ad fraud, these will be considered for incorporation within TAG's transparency program.
- TAG has clarified the CAF training requirement for renewals.For a company to maintain its Certified Against Fraud Seal from year to year, training must be renewed every 12 months.